Host Broadcast Services (HBS) has struck a partnership with Northampton Saints with the aim of boosting the digital presence of the club’s teams and activities – with a particular focus on Loughborough Lightning and the Academy.
With cinch Stadium at Franklin’s Gardens, the home of Northampton Saints, a host venue for the Women’s Rugby World Cup in 2025, and HBS appointed as World Rugby’s Host Broadcaster, the partnership will celebrate and promote women’s rugby through innovative digital content creation and cross-platform distribution.
Saints in-house content team will work with HBS to use their expertise in digital content creation solutions – with the project delivery handled by HBS’ recently launched digital arm, skroller.
“We are thrilled to partner with Northampton Saints and support their commitment to growing women’s rugby,” said HBS UK managing director Jamie Aitchison.
“Our goal is to bring the incredible stories, personalities and achievements of the women’s team and Academy to a broader audience, highlighting their hard work and the passion that drives them.”
HBS’ team plan to host workshops with Loughborough Lightning and Saints Academy players, and provide content production services across the board to help elevate their social channels and further raise the profile of the sport and the club.
“We’re delighted to work with HBS to improve our digital content for our Loughborough Lightning and Academy sides,” added Jack Miller, communications director at Northampton Saints.
“This partnership is a significant step in our mission to promote and grow our women’s team, and we look forward to seeing how skroller’s expertise will help us reach new heights in engaging our supporters.”
HBS was originally established with the core mandate of being the host broadcaster for the 2002 FIFA World Cup in Korea/Japan; the organisation has since developed as a host broadcast expert.
Launched in 2024, skroller is HBS’ dedicated digital activation arm, and their creative team will aim to showcase the dedication and skill of Lightning and Saints Academy players, providing impactful content to build the digital footprint of both teams. The aim is to inspire future generations of rugby players, and reflect the demand from audiences to feature more women’s sports.
